Who should be applying?

Those looking at a career switch to the field of Consumer Insights (or Market Research as it was known as)/ Brand Management/ Digital Marketing / Marketing Analytics.

The team which has developed this course has taught as well as handled/observed Placements of leading B-Schools. We are aware of the unique pulls and pressures of Campus Recruitment Programs in top Indian B-Schools. This includes the scheduling of companies not suiting candidates, the desired companies not participating in the Campus Recruitment Program, very little time to think rationally when the processes are in progress and the sheer peer pressure to sign out and “get it over” with.

Hence, this course is ideal for you if:

  • You have completed your MBA/PGDM from a Top 30 B-School and are currently working.
  • For one reason or the other, you could not get an opening in the fields of Consumer
    Insights/Brand Management/Digital Marketing/Marketing Analytics – and are still looking for a
    career option there.
  • You are willing to invest time and effort in re-skilling yourselves to make that career shift.

What is the duration of the Program? Where is it being offered?

  • You have completed your MBA/PGDM from a Top 30 B-School and are currently working.
  • The Course will be for 39 weeks (9 months) divided into 3 trimesters with 540 hours of Class
    inputs. In addition, there will be assignments and projects to equip students with the
    necessary skills for the career chosen.
  • The Course will be based out of Bhubaneswar, Orissa.

Digital Marketing and MarCom (135 hours)

  1. Digital Advertising (40 hours) broken up into:
    • Google Advertising (10 hours)
    • Facebook Advertising (10 hours)
    • Other Media (10 hours)
    • Media Planning & Advertising Analytics (10 hours)
  2. Social Media (20 hours)
  3. Digital Analytics (20 hours)
  4. SEO (15 hours)
  5. E-Commerce (20 hours)
  6. Content Marketing (10 hours)
  7. Integrated Marketing Communications (10 hours)

Marketing Analytics and Econometrics (110 hours)

  1. Statistical Applications with R (30 hours)
  2. Marketing Analytics Methods (20 hours)
  3. Marketing Analytics using Python/R (20 hours)
  4. Econometric Modeling (20 hours)
  5. Retail Analytics (20 hours)

Consumer Insights and Market Intelligence (100 hours)

  1. Applied Market Research (20 hours)
  2. Advanced Market Research using SPSS (30 hours)
  3. Application of Behavior Science in Marketing (20 hours)
  4. Qualitative Research (30 hours)

Brand Management (100 hours)

  1. Applied Brand Management (20 hours)
  2. Managing Brands – the Key Metrics (30 hours)
  3. Brand Valuation (30 hours)
  4. Crafting Brand Strategy using Data (20 hours)

Brand Management – Interface with other Functions (95 hours)

  1. Industry Deep Dive (30 hours)
  2. Brand Management in the context of Modern Trade (30 hours)
  3. Brand Management interface with Sales & Distribution Management (20 hours)
  4. Key Account Management: 1.5 Credits

Career options

What are the Career options after completing this Program?

Brand Management

Brand Management. This includes careers in Insight Teams or Brand Teams of FMCG or other Consumer Product companies. To get an idea of what this entails,
Click Here

Consumer Insights and Market Intelligence

Consumer Insights and Market Intelligence. This includes firms which do predominantly Primary research (such as AC Nielsen, IMRB, TNS) as well as firms which predominantly do Secondary research (such as Euromonitor, IDC). To get an idea of what this entails,
Click Here

Marketing Analytics

Marketing Analytics. This includes Analytics Service providers (firms such as Capillary, Dunhumby) and Captives (such as Target, Tesco). To get an idea of what this entails,
Click Here

Digital Marketing

Digital Marketing. This includes Digital Marketing Service providers (firms such as Techshu, Maxus, Manhattan) and Digital Marketing Teams in FMCG and other Consumer Product companies. To get an idea of what this entails,
Click Here

What will be the intake of students and how will they be selected?

  • The First Batch will consist of a maximum of 18 students. Our job is to place them in careers of their choice – and we want to be very, very sure that this happens.
  • You would have completed your MBA/PGDM from a Top 30 B-School – and hence your CAT/XAT score will be a hygiene factor for us. What is more important is your passion backed by the ability to get into the Careers listed above. This will be judged by a detailed Statement of Purpose followed by an extensive Interview.

What do you need to be good at?

  • High comfort levels with data, coupled with a joy of working with data.
  • Capacity to think logically.
  • You feel passionate about the careers mentioned above.

What is the Course Fee and where will it be conducted?

  • The academic fee for the 9 month course is Rs. 3.60 lakhs plus taxes.
  • The course is offered out of Bhubaneswar.
  • Boarding and Lodging will be extra. Hostel as well as mess services will be provided for those who wish to avail of this.

Who will be teaching you?

The combined teaching experience of the faculty members includes teaching at: IIM Calcutta, IIM Lucknow, IIM Shillong, IIM Udaipur, IIM Raipur, XLRI Jamshedpur, GIM Goa, XIM, Bhubaneswar and Great Lakes Institute of Management, Chennai.

The Faculty list is given below.

Prof. Jessel Chagas-Pereira

Prof. Prasenjit Das Purkayastha

Prof. K Dasaratharaman

Prof. Amrita Deo

Prof. Srinivas Govindrajan

Prof. Rajesh Menon

Prof. Sanjit Padhi

Prof. Manaswee Samal

Prof. Shailesh Nigam

Guest Faculty

Prof. Anupriya Singhal

Prof. K Venkatramanan

Prof. Atanu Ghosh

Post Graduate Certificate in Consumer Insights & Marketing Analytics.